Bus Adm 230 Final - Chapter 11: Building Customer Centric Organizations from BUSINESS DRIVEN TECHNOLOGY

Which of the following represents operational CRM?

*All of these. -Supports traditional transactional processing. -Supports day-to-day front-office operations. -Supports operations that deal directly with the customers.

What compiles customer information from a variety of sources and segments the information for different marketing campaigns?

List generator

Which of the following operational CRM technologies does the marketing department typically use?

List generator, campaign management, cross-selling and up-selling

CRM is a technology based on the premise that those organizations that understand the needs of individual customers are best positioned to achieve sustainable competitive advantage in the future.

True

Customer service and support (CSS) is a part of operational CRM that automates service requests, complaints, product returns, and information requests.

True

Opportunity management CRM systems target sales opportunities by finding new customers or companies for future sales.

True

What is McDonald's performing when it asks its customers if they would like to super-size their meals?

Up-selling

What occurs when a website can know enough about a person's likes and dislikes that it can fashion offers that are more likely to appeal to that person?

Website personalization

What is automatic call distribution?

•A phone switch routes inbound calls to available agents

What is web-based self-service?

•A system that allows customers to use the web to find answers to their questions or solutions to their problems.

What is predictive dialing?

•Automatically dials outbound calls and when someone answers, the call is forwarded to an available agent

What targets sales opportunities by finding new customers or companies for future sales?

•Opportunity management system

What automates each phase of the sales process, helping individual sales representatives coordinate and organize all of their accounts?

•Sales management CRM systems.

What is McDonald's performing when it asks its customers if they would like to super-size their meals?

•Up-selling

What allows customers to use the web to find answers to their questions or solutions to their problems?

•Web-based self-service

What helps an organization identify its customers across applications?

CRM reporting technologies

CRM allows an organization to accomplish all of the following except:

Complicate marketing and sales processes.

Back-office operations deal directly with the customer.

False

Call scripting occurs when a customer service representative answers customer inquiries and solves problems by email and IMing.

False

Opportunity management CRM occurs when a website has stored enough data about a person's likes and dislikes to fashion offers more likely to appeal to that person.

False

The Internet can completely replace the phone and face-to-face communications with customers.

False

The business world is shifting from customer focus to product focus.

False

The primary difference between operational CRM and analytical CRM is the direct interaction between the organization and its suppliers.

False